Model Citizens

Fashion models have inspired licensing and merchandising programs going back at least to Twiggy in the 1960s.

Since then, social media, reality television, and other modes of publicity have come to the fore. As a result, today’s consumers not only know more models’ names and faces, but are also familiar with their likes, dislikes, hobbies, families, relationships, and more. That close bond between models and their fans has naturally led to a steady proliferation of licensing deals, collaborations, and in-house merchandise ventures.

Some recent examples:

• Lauren Tsai collaborated with designer Marc Jacobs on a collection of handbags, backpacks, hoodies, and t-shirts that highlight the model’s original artwork in the fantasy genre.
• Georgia May Jagger worked with ready-to-wear label Morgan on a capsule collection of skirts, sweaters, blazers, bags, boots, and other items, billed as highlighting Parisian style through a British lens.
• Bianca Balti launched her own maternity line, inspired by the styles of the 1960s, with items made from leftover fabric stock found from various sources. That strategy means the fabrics drive the design instead of the other way around.
• Jordyn Woods, a plus-size specialist and social media influencer, created a 24-piece collection of size-inclusive activewear manufactured by Instaco. She also collaborated with friend Kylie Jenner’s Kylie Cosmetics on a makeup collection, and has created for Boohoo.com and Addition Elle.
• Lily Cole joined designer Yair Neuman to found Wires Glasses, an affordable mix-and-match eyewear marketer. The entrepreneurs paired with Selfridges for a branded pop-up shop in the latter’s personalization department, with the assortment including an exclusive pair of glasses inspired by the retailer.
• Tara Lynn, another plus-size model, partnered with Torrid for a total of 20 pieces across two exclusive capsule lingerie collections (one for holiday 2018 and one for Valentine’s Day 2019). Lynn has worked as a model for the company for a decade.

Add these ventures—which represent a fraction of the activity in this busy space—to the vast roster of existing brand-extension initiatives involving models. The list includes signature goods from Cindy Crawford, Kathy Ireland, Heidi Klum, Elle McPherson, Tyra Banks, and Iman, to name just some of the more established examples.